Finding the edge of edgy

There’s an interesting discussion taking place in Fruita about how to market the community to mountain biking enthusiasts, and women riders in particular.

The town is evaluating a marketing campaign developed by Cobb Marketing and Communications. Among the proposed slogans was this coarse option: “B——es Ride Too.” (Think, rhymes with “witches.”)

That prompted Fruita City Councilor Stacey Mascarenas to declare that she opposed spending taxpayers’ money on an “offensive” ad.

There’s no controversy here. Cobb did what marketing firms do. It brought ideas to the table. The council can reject them. The fact that taxpayers’ money is involved certainly gives councilors the right to consider community standards in choosing a suitable message.

But if the town is trying to push the envelope, it needs to hear a wide assortment of ideas. Cobb is providing a service in helping the City Council determine where the edges of the envelope are.

It’s worth noting that the city refused to spend public money on another catchy slogan that brought loads of publicity to the area: “WTF: Welcome to Fruita.” Sometimes being edgy pays.


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